Language - this refers to the camera angle, the positioning of the camera, the distance from the camera, codes and conventions, the splash and the house style of the magazine. The front page needs to include a masthead, a main image and a headline. The colour sheme i want to have on my house splash will be vibrant and full of colour to catch the eye of potential buyers.

Institution - this is the company that produces the magazine, NME, Q, Mixmag etc. The publishing house is also the institution, for example the publishing house Bauer produces the magazine Q. Publishing houses make as many magazines in as many genres as possible to make a profit. My magazine will be different and fill that gap in the market.

Ideology - this is the values, messages and morals that a particular company has. NME, new musical express, there ideology is to get the newest music to you as quickly as possible. It also sounds like enemy, which suggests it is an enemy of mainstream music. The genre i want to express within my magazine is indie/rock. Giving new and upcoming indie/rock bands the limelight in a music magazine is my aim, this would give the magazine something fresh and unique about it.

Audience - the audience is the target audience in which the magazine is aimed at. It can be any age, gender, lifestyle or social class. NME would be aimed more at the younger generation who are interested in indie music whereas metal hammer would be aimed more at an audience who like heavy metal music. My target audience would probably be fans of indie/rock and those interested in raw talent and interested in what bands are from there areas and where they can see them live.

Representation - the image on the cover of the magazine has to represent its target audience, for example if a heavy metal band were on the front cover, the target audience would be fans of heavy metal. The image on the front also represents the company of the magazine and the artist on the front of it. I want my target audience and artist to be represented as indie/rockstars of the future and to appeal to fans that are interested in that genre of music.